“Today’s self-service devices must be attractive, inviting, easy to use and must create an emotional resonance with the user. The customer demands it”. James Bickers, Editor, Self-Service World and Kiosk Marketplace
Self-service kiosks are a surefire revenue stream for manufacturers who want to stay relevant, and new industry entrants looking to bite into the delectable $1.7 Trillion pie.
In the summer of 2008, retail industry analysts predicted that self-service kiosk transactions would surpass $607 Billion by the end of the year. That amount is expected to at least triple by 2012 given ongoing consumer fervor.
“We expect continued double-digit growth in the revenue generated by self-service transactions for the foreseeable future,” said Lee Holman, Lead Retail Analyst of the IHL Group, an analyst firm and consultancy that serves retailers and retail technology vendors.
Automated service providers add a new dimension to the retail experience with choices as educational as they are high-tech.
Curiosk Notion
One remarkable innovation is from Curiosk Marketing Solutions, Inc. in Toronto, Ontario. Scan any bottle of wine or spirits at their retail kiosk, and not only will you get a product description, but also food pairing suggestions, tasting notes and the convenience of creating a personalized greeting card that folds to fit on the neck of the bottle.
Company Founder David Weinberg came up with the idea for his venture based on personal experience. When he and his wife Amy wed about 14+ years ago, they received a precious gift case of wine from some wonderful friends.
The Weinberg’s weren’t big wine drinkers, and unfortunately didn’t reap the full value of their gift. Thinking back, they realized if information about the wine, such as a “best by” date or serving ideas had been available, less of the precious elixir would have been wasted.
“Curiosk is redefining the way people shop for, buy, give, receive, and enjoy wine and spirits”.
Curiosk Greeting Card Kiosk
Curiosk Brand Ambassador
Josh Rosen, Director of Corporate Communications for Curiosk, and former ad agency executive describes Weinberg as being: “A master of efficiencies. If there is a better way to do something, he’ll find it”.
Rosen, the brand ambassador for Curiosk explained that the company was established and the product designed in 2006. “It was Weinberg’s idea engineered by IBM,” he explained.
“And the rest is a living, breathing process“, like the bottle of wine Rosen describes gifting to the father of a special friend. “Our business is very fluid, and does two things: Provides information to the consumer, and removes the intimidation factor often associated with wine buying“.
A customer can scan as many bottles as they want in order to find the perfect selection. Rosen offered an example of a customer who scanned two bottles of red wine at the Curiosk. One bottle offered food pairing suggestions for game and red meats. The other bottle suggested a pairing with veal, which appealed to him more, thus resulted in a sale for the retailer. Since the wine was for personal consumption, there was no card purchase.
“The next time he buys wine for an event, the card will be available to him“, said Rosen.
The removal of the intimidation factor for wine buying is an important benefit of the Curiosk system. “A consumer can select a wine based on any number of things, price, label, color of the glass, anything – scan it in and get information“.
“We are an extension of that brand’s marketing department.”
Of particular interest is the relationship the company has with its partners. Curiosk’s partnership with each retailer offers the opportunity for a rebranding launch for that particular business if they choose. Kiosks are a vital attraction and can build customer loyalty and differentiate the retailer from similar venues.
Currently Curiosk has five locations, two in Canada and three in the U.S. – New Jersey and Florida. They anticipate establishing close to 100 locations by the end of 2009.
In addition, Rosen says that the Curiosk team helps the retailer promote the product with “posters, shelf talkers, table talkers, bag stuffers, kiosk signage, web banners, e-blast templates and anything else that helps boost their business.”
Curiosk owns the kiosks and the retailer pays a nominal monthly fee for the service. The card for the bottle is $2.95 and allows for a 100 character personalized message.
The database is extensive and housed centrally in Canada. Once the kiosk has been delivered, all that is needed is an Internet connection and a power outlet for the kiosk to be up and running. Rosen works with the wine and spirits distribution network to build his database, so a large percentage of a retailer’s product is already entered. Curiosk then gathers the information for the remaining inventory to populate the retailer’s branded kiosk.
Reveal your inner Hallmark with Curiosk
Redefining the way you shop for, buy, give, receive, and enjoy wine & spirits
Wine & Spirits food pairing tips appear to be a high quality retailer branding bonus
The majority of the media buzz about Curiosk has focused on the wine information aspect of the kiosk. Curiosk is a greeting card kiosk first. Its unique feature being the ability for a consumer to create an informational greeting card to hang on a bottle of wine or spirits.
“This is designed to set it apart from all of the other ‘thoughtless’ bottles,” said Rosen.
From my virtual perspective, I’m guessing that with a little nudge, the customer would be more than willing to purchase an informational card to take home for future reference.
Along those lines, Rosen promises new applications are in the pipeline. He describes one prototype as: “Reverse engineering the meal”. He didn’t say it was proprietary, but we’ll omit the details for now, I’m thirsty.
